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As ‘ear-points’ between a company and a customer grow, we are witnessing a rise in audio assets
It’s the age of subliminal advertising. And there is nothing that penetrates your subconscious like music and sound. A year and a half ago when Zomato forayed into sonic branding, this was the intent. How could a customer recognize Zomato if the visual part was missing?
This spurred the brand to create an auditory palette to represent Zomato. It roped in sonic-branding agency BrandMusiq, founded by ad man and musician Rajeev Raja, who created a signature ‘Zum Tara Tara’ note for the food aggregator. Raja did many interesting things with the tune for the brand. For instance, a shorter Zum notification note alerts the customer when an order is taken – so she doesn’t have open the app and check.
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adgully.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from adgully.com Daily Mail and Mail on Sunday newspapers.